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Entega: Igloo

„Der Stromfresser“ („The electricity hog“), an art installation set from Oct. 29th till Nov 9th, 2010 on one of the busiest places in Hamburg – to raise awareness for the topic „energy efficiency“ and position ENTEGA as the company that doesn‘t just provide green energy but makes people think.The igloo was build from 322 fridges. 5,60 meters high, 11 meters wide, 24 hours open. Cold outside, warm inside – due to the rejected heat of the running fridges. The message: WASTEFULNESS IS THE BIGGEST SOURCE OF ENERGY. With more efficient use of energy, Germany could save 40%

Brave move to waste so much electricity to make the point, and kind of smart too: my reflex thought was 'hey-- that's a real waste', which *is* your point. The headline looks gorgeous, but I'm afraid it doesn't stand up to its claim, even though it works for this installation and makes people think about closing their fridge doors. But if wastefulness is the biggest source of energy, why isn't this energy company *promoting* wastefulness?

Sorry to say, but where is the proof of this noble claim? If I have 1,000kW of energy and waste 10% of it, that 10% isn't a source of anything, it's wasted. Unless the company is promoting energy capture from waste, then I have to reluctantly point out that this an artistic idea with an artful headline that I wouldn't associate with advertising. An energy company that promotes waste to show it's a bad idea? A bad idea in itself I think.

Great idea roy: I may in fact now create a world where waste's the norm, where the only source of light is an array of fridges, and the snow is melting into our electrics. And in that world, I will be the bill.

walked past this, didn't know it was ddb. kind of preachy, kind of a point everyone already has gotten but decent job regardless.

however: it is not something I would call people about. you know, |omg, you gotta see this!" and I think that's the threshold for guerilla work and installations. not enough people see this to be mass communication unless you make something that good. so that's why I consider this ineffective.